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Graduate Certificate inMarketing Analytics

Program summary

Gain the core knowledge necessary to make data-driven marketing decisions. This online certificate program is ideal for marketing professionals and market researchers who wish to become more data-savvy and use digital analytics to strategically support a business.

100% Online

Complete your Penn State course work at your own pace and 100% online.

Application deadline

Apply by July 20 to start August 26

Credits and costs

12 Credits$1,056 per credit

No GRE/GMAT

GRE and GMAT test scores are NOT required.

Gain Marketing Strategy and Analytics Skills to Drive Performance

  • Extract and analyze data to drive product development, new market expansion, customer loyalty, and marketing innovation.

  • Evaluate meaningful metrics and successfully communicate how to leverage relevant data for future growth.

  • Formulate and articulate results, analysis, and strategic action plans individually and collaboratively in written, oral, or presentation form.

  • Use relevant tools, analytic theories, and professional observations to conduct analyses that transform data into meaningful information.

Your Online Marketing Analytics Courses

The courses in this 12-credit online program are designed to help you identify a marketing challenge, translate it into data, analyze the data, and then use the data analysis in meaningful and actionable ways.

Required Courses (12 credits)

  • 3
    credits

    Principles of applied marketing analytics, including marketing data sources, data quality, software, and fundamentals of statistics. Special focus on translating data into meaningful business insights and strategy.

  • 3
    credits

    Introduction to data analytics for evaluating digital marketing communication, including assessment of mobile, website, and online shopper experiences; evaluation of digital campaigns, social media monitoring, and media mix modeling.

  • 3
    credits

    Examination of data analytics to strategically drive targeting, acquiring, developing relationships with, and retaining customers.

    • Prerequisite

      MKTG 811

  • 3
    credits

    Review of analytics addressing key marketing challenges, including brand positioning and differentiation, pricing and product strategy, brand equity, and customer satisfaction.

    • Prerequisite

      MKTG 811

Course Availability

If you're ready to see when your courses will be offered, visit our public LionPATH course search (opens in new window) to start planning ahead.

Start or Advance Your Career

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You can use the knowledge gained from this program and the support of Penn State career resources to pursue careers in a variety of fields, depending on your goals.


Leverage Your Skills and Knowledge in a Number of Fields

As a student, you can learn to translate data into meaningful understanding of traditional and digital marketing concepts, specifically in the areas of:

  • customer acquisition, management, and retention
  • customer lifetime value
  • brand evaluation and management
  • product and pricing assessment
  • digital marketing communications
  • social media marketing influence
  • customer experience and satisfaction

The program will also provide valuable context and applications for both business-to-business and business-to-consumer markets.


Career Services to Set You Up for Success

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From the day you're accepted as a student, you can access resources and tools provided by Penn State World Campus Career Services to further your career. These resources are beneficial whether you're searching for a job or advancing in an established career.

  • Opportunities to connect with employers
  • Career counselor/coach support
  • Occupation and salary information
  • Internships
  • Graduate school resources 

Ready to Learn More?

Get the resources you need to make informed decisions about your education. Request information on this program and other programs of interest by completing this form.

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Learn more about this program

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Ready to take the next step toward your Penn State graduate certificate?

Apply by July 20 to start August 26. How to Apply 

Costs and Financial Aid

Learn about this program's tuition, fees, scholarship opportunities, grants, payment options, and military benefits.

Graduate Tuition

Graduate tuition is calculated based on the number of credits for which you register. Tuition is due shortly after each semester begins and rates are assessed every semester of enrollment.

2023–24 Academic Year Rates

Tuition rates for the fall 2023, spring 2024, and summer 2024 semesters.

How many credits do you plan to take per semester?Cost
11 or fewer$1,056 per credit
12 or more$12,678 per semester

2024–25 Academic Year Rates

Tuition rates for the fall 2024, spring 2025, and summer 2025 semesters.

How many credits do you plan to take per semester?Cost
11 or fewer$1,067 per credit
12 or more$12,805 per semester

Financial Aid and Military Benefits

Some students may qualify for financial aid. Take the time to research financial aid, scholarships, and payment options as you prepare to apply. Military service members, veterans, and their spouses or dependents should explore these potential military education benefits and financial aid opportunities, as well.

Paying for Your Certificate

Students pursuing a certificate are considered "nondegree," a status that is not eligible for federal student aid, including the Federal Direct Stafford Loan program. A private alternative loan may be an option to consider.

Additionally, Penn State offers many ways to pay for your education, including an installment plan and third-party payments. Penn State World Campus also offers an Employer Reimbursement and Tuition Deferment Plan. Learn more about the options for paying for your education.

Students pursuing a degree and meeting all other eligibility requirements may qualify for financial aid.

Penn State Smeal Advantage

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Smeal College of Business is committed to being your partner in lifelong learning. Smeal offers programs, support, and resources for every career stage and life circumstance that will prepare you not only for your next great opportunity but also for the one after that.

More options, greater flexibility, and a commitment to lifelong learning

The desire for knowledge and professional growth spans a lifetime. That is why the Penn State Smeal College of Business offers a portfolio of professional graduate programs for all stages of your career. In partnership with Penn State World Campus, Smeal makes it easy to customize a learning plan to your unique career aspirations and busy schedule. Penn State Smeal offers you a lifetime of learning with more concentrations and one of the most integrated, flexible offerings of online and residential programs in the United States.

Penn State Business building

An entire team dedicated to your success

Personal advising — Our experts will explain the many options that Penn State Smeal offers and will help you refine your career strategy and craft the educational experience best suited to your interests. It all starts with a simple, but critical question: “What are your goals?” 

Career coaching* — Our Alumni Career Services team will support you across all career stages with professional advancement opportunities and coaching to help you stay focused on achieving your goals.

Delivering the best of online and in-person learning for a rich educational experience

We understand that today’s professional learners want meaningful discussion and interaction with faculty and classmates along with the technologies and flexible approaches of contemporary online learning. By aligning the best of both worlds, we bring richness, depth, and diversity to the overall educational experience.

Courses designed to engage and motivate the professional student

Creative Teams consisting of a lead faculty member, a Teaching Support Specialist (TSS), and an Instructional Designer use advanced analytics to develop and deliver contemporary graduate courses that promote application and engagement. We strive to innovate in ways that others don’t. 

A real-world perspective

  • Industry professionals inside the virtual classroom — Many of Penn State Smeal’s courses feature industry professionals who have been in the trenches and work hard to make an impact every day. These individuals, most of whom hold a Smeal graduate degree, partner with our renowned faculty to provide a rich academic context with real-world application.
  • Global immersion* — This unique, optional experience will enhance your ability to communicate cross-culturally, adapt to evolving business environments, and manage the risks and benefits of operating on a global scale. Any student pursing a full degree from Smeal may participate in this optional, faculty-led experience for elective credit. Previous destinations have included Shanghai, China; Johannesburg, South Africa; Prague, Czech Republic; Santiago, Chile; and Zagreb, Croatia.

One of the largest and most influential networks in the country

At Penn State, you are part of a worldwide community of instructors, learners, and more than 750,000 alumni who support one another and make a meaningful impact. 

More than 90,000 Smeal alumni benefit from connections around the globe as well as networking events, podcasts, webinars, a powerful LinkedIn community, and opportunities for volunteerism.

Impact Smeal Day — This day provides alumni and professional graduate students with the opportunity to come to campus and interact with current students, network with other alumni, gain professional insights, and hear about college initiatives. The day is designed so that you can sign up for the sessions that work for your schedule.

* Services are available only to students and alumni of Penn State Smeal’s degree programs and online degrees led by Smeal and delivered through the World Campus. Students and alumni of online graduate certificates are not eligible to receive these benefits unless they are also enrolled in a degree program.

A Head Start toward a Master’s Degree

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Not only can this program help create opportunities in your career, it can also give you a solid head start toward a full master’s degree.

Degree Programs Related to This Certificate

Select courses from your marketing analytics certificate are embedded into these master's programs and may be applied toward the degree, should you apply and be accepted:

Learn to strategically manage high-performance teams and solve complex, real-world business challenges. With more than 25 concentrations available, you can customize this top-ranked online MBA to suit your unique career goals.

Learn more about the Master of Business Administration

Gain practical, hands-on experience with statistical software and database solutions. The marketing analytics option of this master’s degree focuses on using data analysis techniques to propose solutions for today's most complex marketing challenges.

Learn more about the Master of Professional Studies in Data Analytics - Marketing Analytics Option

Learn to leverage data to generate meaningful insights in the areas of digital marketing communications, customer experience and lifecycle, and brand management. This online master's degree program can help you articulate marketing's return-on-investment to stakeholders across your organization.

Learn more about the Master's in Marketing Analytics and Insights

AACSB Accredited

This program is AACSB Accredited

The Penn State Smeal College of Business is AACSB accredited, an honor reserved for the top 5% of business schools worldwide. This program is competitively priced compared to other AACSB–accredited programs.

Set Your Own Pace

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Whether you are looking to finish your program as quickly as possible or balance your studies with your busy life, Penn State World Campus can help you achieve your education goals. Many students take one or two courses per semester.

Our online courses typically follow a 12- to 15-week semester cycle, and there are three semesters per year (spring, summer, and fall). If you plan to take a heavy course load, you should expect your course work to be your primary focus and discuss your schedule with your academic adviser. 

To Finish Your Certificate in Less than a Year

  • Take 3–4 courses each semester

To Finish Your Certificate in One Year

  • Take 2–3 courses each semester 

To Finish Your Certificate in Two Years

  • Take 1 course each semester

Convenient Online Format

This program's convenient online format gives you the flexibility you need to study around your busy schedule. You can skip the lengthy commute without sacrificing the quality of your education and prepare yourself for more rewarding career opportunities without leaving your home.

A Trusted Leader in Online Education

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Penn State has a history of more than 100 years of distance education, and World Campus has been a leader in online learning for more than two decades. Our online learning environment offers the same quality education that our students experience on campus.

Information for Military and Veterans

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Are you a member of the military, a veteran, or a military spouse? Please visit our military website for additional information regarding financial aid, transfer credits, and application instructions.

How to Apply to Penn State

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Apply by July 20 to start August 26

Application Instructions

Deadlines and Important Dates

Complete your application and submit all required materials by the appropriate deadline. Your deadline will depend on the semester you plan to start your courses.

  • Fall Deadline

    Apply by July 20 to start August 26
  • Spring Deadline

    Apply by November 15, 2024, to start January 13, 2025

Steps to Apply

  1. For admission to the Graduate School, an applicant must hold either (1) a baccalaureate degree from a regionally accredited U.S. institution or (2) a tertiary (postsecondary) degree that is deemed comparable to a four-year bachelor's degree from a regionally accredited U.S. institution. This degree must be from an officially recognized degree-granting institution in the country in which it operates.

  2. You will need to upload the following items as part of your application:

    English Proficiency — The language of instruction at Penn State is English. With some exceptions, international applicants must take and submit scores for the Test of English as a Foreign Language (TOEFL) or International English Language Testing System (IELTS). Minimum test scores and exceptions are found in the English Proficiency section on the Graduate School's "Requirements for Graduate Admission" page. Visit the TOEFL website for testing information. Penn State's institutional code is 2660.

    Test Scores — GRE or GMAT test scores are NOT required.

    Program-Specific Questions/Materials

    Vita or Résumé — A one- to two-page listing of your professional experience and education.

    Statement of Purpose — Describe how your professional experience and goals align with the Graduate Certificate in Marketing Analytics. Please do not exceed 500 words.

  3. To begin the online application, you will need a Penn State account.

    Create a New Penn State Account

    If you have any problems during this process, contact an admissions counselor at [email protected].

    Please note: Former Penn State students may not need to complete the admissions application or create a new Penn State account. Please visit our Returning Students page for instructions.

  4. You can begin your online application at any time. Your progress within the online application system will be saved as you go, allowing you to return at any point as you gather additional information and required materials.

    • Choose Enrollment Type: "Certificate Admission"
    • Choose "WORLD CAMPUS" as the campus

    Checking Your Status 
    You can check the status of your application by using the same login information established for the online application form. 

    Technical Requirements  
    Review the technical requirements for this program.

  5. 5. Complete the application.

Admissions Help

If you have questions about the admissions process, contact an admissions counselor at [email protected].

Contact Us

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Have questions or want more information? We're happy to talk.

For questions about the curriculum, please contact:

Penn State Smeal College of Business
Professional Graduate Programs Office
Phone: 814-865-5290
[email protected]

You may also visit the Smeal College of Business program website to learn more.

For general questions about the application process, please contact:

World Campus Admissions Counselors
Phone: 814-863-5386
[email protected]

Learn from the Best

This program is offered in partnership with the Penn State Smeal College of Business. As a student in this program, you will be taught by experienced Penn State faculty with hands-on working knowledge of relevant and contemporary analytical tools.

Faculty

  • Brett Christenson

    • Degree
      Ph.D., Marketing, Consumer Behavior, University of Alabama
    • Degree
      MBA, Marketing, University of Texas at Dallas
    • Degree
      B.B.A., Sports Strategy and Sales, Baylor University

    Dr. Brett Christenson is a clinical assistant professor of marketing in the Smeal College of Business. He joined the faculty at Penn State in 2020 after receiving his Ph.D., with a focus on consumer behavior, from the University of Alabama. Prior to this, he worked as a lecturer at Baylor University. Dr. Christenson completed his MBA at the University of Texas at Dallas and his B.B.A. in sports strategy and sales at Baylor University. He has taught courses on consumer behavior, digital marketing, advertising, sports marketing, international marketing, and supply chain.

    Dr. Christenson’s research focuses on consumer behavior and the effects of sensory elements, like music and sound, on consumer choices. He specializes in experimental design methods using technology including sound design, virtual reality, and field environments. His work has been published in the Journal of Retailing, Industrial Marketing Management, and the International Journal of Human-Computer Interaction. Prior to academia, Dr. Christenson worked for ReachLocal, a digital marketing agency, as both a data analyst and a campaign manager, running digital marketing campaigns for small- and medium-sized businesses in the northeast U.S. He also worked in the sports industry as both a corporate and inside sales representative for teams in the NHL and MLS.

  • Chelsea Hammond

    • Degree
      Ph.D., Communication Science, University of Connecticut
    • Degree
      M.L.S., Southern Connecticut State University
    • Degree
      B.A., English, Philosophy, University of Connecticut

    Dr. Chelsea Hammond is an assistant clinical professor of marketing and program director of the online marketing analytics certificate. Prior to joining the Penn State Smeal College of Business, she spent more than a decade in the market research and marketing analytics industry, where she helped the world's most iconic and well-known brands leverage data to drive business success.

  • J. Andrew Petersen

    • Degree
      Ph.D., Business Administration (Marketing), University of Connecticut
    • Degree
      B.A., Economics, University of North Carolina at Chapel Hill

    Dr. J. Andrew Petersen is an associate professor of marketing in the Smeal College of Business and program director of the online marketing analytics and insights master’s degree. His research interests include measuring and maximizing customer/donor lifetime value (CLV/DLV) and customer/donor equity, managing customer product return behavior, measuring the value of word-of-mouth, selling and sales management, and linking marketing metrics to financial performance. His research has been published in many top academic journals, including Journal of MarketingJournal of Marketing ResearchHarvard Business ReviewMIT Sloan Management Review, and The Wall Street Journal.


Ready to take the next step toward your Penn State graduate certificate?

Apply by July 20 to start August 26. How to Apply